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Industry: Email Alert RSS FeedPlatform-sharing pays off for Volvo S40 and Mazda3; Ford hits powerful chords, but still needs more help in separating out Mercury.
Advertising Age, April, 2005 by Halliday, Jean
Byline: JEAN HALLIDAY
Ford Motor Co. has improved on its track record in its sharing of platforms among some of its different brands. Experts say that's an improvement over the automaker's Ford Division and Mercury models, which historically haven't been distinctive enough.
Ford Motor created two very different vehicles with the Mazda3 and second-generation Volvo S40, which share the same basic Volvo platform, says Jim Sanfilippo, exec VP at Omnicom Group-owned auto consultant AMCI. He calls the results "brilliant.''
In addition, the Ford-branded Focus sold in Europe shares the same underpinnings as the Mazda and Volvo, says George Peterson, president of AutoPacific, who also lauds the results. "These are three unique and distinctive cars.''...
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